About Morgan O'Rourke

Morgan O’Rourke is editor in chief of Risk Management magazine and director of publications for the Risk & Insurance Management Society (RIMS).
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Guy Fieri Neglects to Register His Restaurant’s Domain Name; Hilarity Ensues

In the January/February issue of Risk Management, I wrote about how celebrity chef Guy Fieri’s new Times Square restaurant, Guy’s American Kitchen & Bar, seemed to be finding a certain level of ironic success, despite being panned in a notoriously scathing New York Times review.

Well, yesterday the restaurant has made headlines once again – this time for a rookie marketing mistake that produced hysterical results. It seems that for some unknown reason Guy Fieri’s people never bothered to register the domain name guysamericankitchenandbar.com, instead opting for the shorter guysamerican.com. Their oversight did not go unnoticed, however, and an enterprising computer programmer named Bryan Mytko snapped up the longer domain and put up an amazing parody menu on the site that looks very much like the real thing, until you read about dishes like:

  • Honky-Tonky Double Barrel Meat Loaded Blast: A Sammy Hagar lookalike pushes your face into a leather bag filled with oil and if you eat the whole thing, you get to eat a 13 pound burger.
  • Reno!!!: Popcorn crusted popcorn chicken stuffed inside Guy’s Nuthin’ Fancy meatloaf and superbanged in a volcano of Tabasco butter We pour it into a Lucite heel, smother it with our own special jalapeno sugarbrew, and set it on your lap on a neon sign. Served drunk and on fire. Add a Cinnabon and two more Cinnabons 4.95
  • Football: The Meal: Warm, broken hamburgers, served in a clear plastic bag enclosed in a larger, black trash bag. Thrown at you from 40 yards.
  • Panamania!: Deep fried snake with a printed out picture of David Lee Roth stapled on it and a sparkler sticking out of each eye. Served with a side of Bud Light you have to wring out of a Hawaiian shirt.

There’s even a salad for the health-conscious:

  • The Olive Garden: 22 pounds of wine-stunned Kalamata olives tumbled over chopped iceberg lettuce and served in a trough, family-style. Ranch hose optional, but recommended.

As parodies go, the site is definitely more funny than malicious. But Mytko has already gotten blowback from the internet community when it was revealed that he stole most of the jokes from various people on Twitter. On top of that, I’m sure Guy Fieri’s legal team is taking note.

Of course, the greater lesson here should be obvious by now, but evidently it bears repeating: If you don’t take control of your image online, the internet will be more than happy to do it for you. And you may not like the results.

 

An Asteroid Is Coming. Don’t Panic

Not to worry anyone, but tomorrow, an asteroid is headed our way. According to astronomers, there is no danger of it hitting the planet, but it will actually end up being closer to us than any asteroid ever observed. NASA estimates that at about 2:24 EST, Asteroid 2012 DA14, as it has been named, will be only about 17,200 miles from the Earth. It sounds like at lot, but to give you an idea of how close that is, satellites that are in geosynchronous orbit are 22,245 miles above the planet. So this 150-foot diameter space rock will come even closer than that while traveling at speed of about five miles per second. (Thankfully, no other satellites are in its path since they orbit much closer to Earth — the International Space Station, for example, orbits at an altitude of 240 miles.

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)

According to NASA, however, little DA14 could have made quite an impact if it made a direct hit:

Asteroid 2012 DA14 will not impact Earth, but if another asteroid of a size similar to that of 2012 DA14  were to impact Earth, it would release approximately 2.5 megatons of energy in the atmosphere and would be expected to cause regional devastation.
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A comparison to the impact potential of an asteroid the size of 2012 DA14 could be made to the impact of a near-Earth object that occurred in 1908 in Tuguska, Siberia. Known in the asteroid community as the “Tunguska Event,” this impact of an asteroid just slightly smaller than 2012 DA14 (approximately 100 – 130 feet) is believed to have flattened about 825 square miles of forest in and around the Podkamennaya Tunguska River in what is now Krasnoyarsk Krai, Russia.

Evidently this sort of thing is not unheard of.

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Scientists at NASA’s Near-Earth Object Program Office estimate that an asteroid the size of 2012 DA14 flies this close every 40 years on average and that one will impact Earth, on average, about once in every 1,200 years.
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But this time, we’re safe. Not even cell phones will be affected. So scientists will have a ball and we can breathe easy.

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No need to alert Bruce Willis.

And if you want to check out the asteroid as it goes by, there are quite a few sites that are providing live streaming of the event. Go science.

Dumb Ways to Die

Metro Trains Melbourne, an Australian train company, recently created an entertaining way to promote rail safety with an animated video entitled “Dumb Ways to Die.” The video and accompanying song are both darkly amusing and extremely catchy and has already gone viral with more than 28 million views on YouTube since its debut November 14.

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I would say that’s pretty effective for a safety campaign.

Meanwhile, the song has been stuck in my head all morning.

Enjoy.

Outsmarting Future Storms

It probably goes without saying, but it has been a trying couple of weeks for just about everyone in the New York/New Jersey area.

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With Hurricane Sandy-related power outages, transportation issues and gas shortages still ongoing, getting back to normal has been a lot more difficult than anyone would have expected. But today it’s 60 degrees and sunny (it was snowing last week), so even if the area still has a long way to go to recover, there is some reason for optimism.

And as the area recovers from this epic storm, the conversation is beginning to turn to how we prevent a disaster like this from happening again. To that end,  Brian Walsh offered his take on how we can better prepare for future weather-related catastrophes in the latest issue of Time magazine.

But for [New York Governor Andrew] Cuomo, Sandy was the harbinger of something even worse. “We have a 100-year flood every two years now,” he said. “We need to make sure that if there is weather like this, we are more prepared and protected than we have been before.”

We’ll need to be. Thanks to a combination of factors — more people and property in vulnerable coastal areas as well as climate change — we’re likely to experience disasters on the scale of Sandy more often in the future.
That’s a future we’re not ready to handle, and judging from the near total absence of debate about global warming on the presidential campaign trail, it’s a future we’re not even thinking about.

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The good news is that there’s still time to prepare — if we heed the lessons of the storm.

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Among the issues Walsh discusses are making continued investments in weather forecasting, strengthening our outdated power grid, the importance of federal disaster response, acknowledging climate change and developing an infrastructure that is more storm resistant, especially given how many people live along vulnerable coastlines. Of course, many of these measures come with a hefty price tag (installing sea barriers to protect New York City from storm surges could cost as much as $17 billion), but considering that early estimates have put the cost of this storm alone somewhere around $50 billion and most experts believe this won’t be the last storm we will have to endure, it would seem like money well spent.

It’s unfortunate that it usually takes a disaster to get the general public thinking about issues that most risk managers have been talking about for years. But now at least some of these conversations are heading in the right direction.

Recovery from Hurricane Sandy is ongoing and many families and communities are still in desperate need of assistance. For more information about how you can help, please visit the American Red Cross at www.redcross.org.